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Nielsen Expands to 2 More Countries in South America

Information and measurement company, Nielsen N.V. (NLSN) recently announced its plans to expand its operating footprint to two more South American countries, Bolivia and Paraguay.

The move will increase the company’s customer base and further strengthen its position in the Latin American region (Nielsen currently operates in 17 Latin American countries and 106 countries worldwide). It will also improve Nielsen’s ability to provide its clients with a more comprehensive understanding of the factors that influence these two Latin American markets and consumer behavior.

Therefore, the move will help Nielsen’s clients enhance their communication with consumers and make significant business decisions, which will eventually drive sales.

Nielsen Holdings N.V. is an information and measurement company providing clients with media and marketing information and analytics about what consumers watch (consumer interaction with television, online and mobile) and what consumers buy on a global and local basis.

Nielsen’s goal of geographic and service expansion requires it to maintain uniformity and integrity of information and fundamental processes on an international scale. Moreover, it requires the company to invest capital efficiently in technology and infrastructure to keep pace with its clients’ demands and gain an edge over its competitors.

After a substantial research and inspection process, Nielsen identified the distinctive characteristics and scope for consumer measurement in Bolivia and Paraguay. Nielsen has for the time being decided to step into these two markets with retail measurement of non-alcoholic beverages. In 2015, it intends to extend its footprint into new businesses and services in the two countries.

The extension of coverage will expand the company’s revenue base. Nielsen reported first quarter of fiscal 2014 revenues of $1.5 billion, up 12.9% on a year-over-year basis. Its two segments, Buy and Watch, grew 3.2% and 28.3%, respectively from the year-ago quarter.